Measurement of customer satisfaction in online banking services in Melli Bank of Iran

Abstract

In recent years, banking companies have made considerable investments in creating the structures needed to provide electronic and internet services to customers. “Melli Bank” has also tried to extend its field of activities and particularly to excel in the internet services section. One of the most important developments which occurred in the field of quality improvement theories in the last decade of the twentieth century was the recognition of measuring customer satisfaction as a major requirement of quality management systems in all institutions and commercial enterprises. Satisfying customers is an essential element to staying in business in this modern world of global competition. In this study, the most important qualitative dimensions in the banks‟ providing of internet services have been put forth. A comprehensive and accurate questionnaire has then been designed in accord to these aspects and the rate of customer satisfaction to the quality of Melli Bank‟s internet services has been measured through the use of a suggested model. The ultimate result is a set of solutions and suggestions which can be effective strategies in improving the quality of internet services in the mentioned bank. It should be mentioned that the number of internet banking services of Melli Bank in the city of Shiraz was not large and the questionnaires had been handed out to them by the branch managers, thus random selection of customers for the survey has not been possible. However, the amount obtained by Cronbach‟s alpha reliability and validity factor in the third chapter, asserts the accuracy and reliability of the research method conducted in this study.